Perpetual Traffic The Future of Media Buying: John Moran on cAPI Imports + Edge Tagging (Part 2)
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Oct 3, 2025 John Moran, founder and ad strategist at Tier 11, shares cutting-edge insights on media buying and AI. He discusses the importance of content diversification and creative testing to engage audiences effectively. John simplifies the concept of model data, addressing how attribution can mislead scaling decisions. He also emphasizes the need for first-click edge tagging to ensure accurate measurement. His tips on consolidating campaigns and iterating creatives reveal how to optimize ad spend and achieve real results in today's dynamic advertising landscape.
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Modelled Data Inflates In-App Results
- Modelled conversions mean platforms extrapolate missing attribution to their own ads, which can look optimistic or pessimistic.
- That modelling can inflate in-platform results versus backend systems like Shopify.
Large Promo Firm Saw Unreal Meta Sales Spike
- John recounts a big promo company that spent $120 and Meta reported 4,000 sales that day.
- He suggested the platform likely over-attributed those sales through modelling and remarketing.
Platforms Inherit Site Traffic For Remarketing
- Meta and Google optimize to attribute more sales to themselves because attribution benefits the platform.
- Platforms inherit and remarket all site users, which inflates their reported contribution.